Ground Truth

American Express

Davies

Card Design

ConnectiveRx

LeGrand

Plenti

Role: Creative Director

Brief: Develop a visual identity system for the first multi retailer loyalty program in the US, Plenti. The partners are: At&t, Exxon Mobil, Macy's, Nationwide, Rite Aid, Hulu, Direct Energy and Enterprise. It must be strong in communications large and small, work within every partner's visual identity system, stores and digital experiences, symbolize a rapid collection of points, the coming together of many national brands while appealing to the demographic of household CFOs with a voice that was both trustworthy and joyful.

Solution: The flock. A graphic motif of many sized, multi colored arrows moving in the same direction that symbolizes the many partners coming together, the rapid accrual of points across those partners, the organic way the card and program fits into the user's life, and the many millions of users that make this program successful. The logo grounds the colorful system, uses a weight that brings authority and credibility to the program and with the double arrow becomes the smallest expression of the brand possible.

This system was developed from naming through visual identity implementation. This project spanned 3 years, and after developing the branding our client partnership continued to include everything from creating presentations that attracted partners to large experience based events at locations on the east coast to working hands-on with digital and tactical retail agencies for the best brand expression possible universally.

5E59

Role: Creative Director

Brief: 5 East 59th Street is a retail property located in the most powerful shopping district in the world. It is a 9 story building that is available for anyone to come make it their own. The brokerage team was specifically targeting tech, high-end women's wear, and jewelry due to the close proximity to other significant shopping options including the Apple Store as well as tourist attractions like Central Park.

Solution: 5E59 is the high performance retail space in the most powerful location in NYC. The power of the V contains the explosive energy that is at the center of this opportunity of the building.

American Express Brand Identity

Brief: Develop a flexible visual identity system that unifies all products, services, and internal and external enterprise communications globally and elevates the communications from the transactional to lifestyle. Everything from Platinum Charge Card communications to prepaid cards and packaging to B2B email newsletters.

Solution: A toolbox with an answer to every potential problem. A redefined modular fine line detail pattern palette honors the unique heritage of the American Express filigree pattern, a large color palette is used to modulate the tone of communications and expression of the pattern, a single typeface with many weights is used across all communications, defining a photography style instead of a photography library provides infinite appropriate image options for any marketing need.

3 Gateway

Role: Creative Director

Brief: An updated building in a neighborhood going through a renaissance requires a system and campaign that expresses new building ownership and amenities as well as the positives of Newark, NJ.

Solution: The #Nework movement communicates a city on the rise and invites the audience to participate by signing on to space in the 3Gateway building. It is expressed with bold, inviting colors, simple type and messaging and a subtle illustration style that symbolizes things to come.

The Treats Truck Identity and Baking Book

Role: Freelance Project/Designer

Brief: A baker is looking to open a new business based on food trucks she saw while visiting family in LA, and needs a visual identity and a few years down the road, a book design. She has a love of story telling, the 1950's, Japanese illustration, and children's books, and would like this aspect of her taste baked in.

Solution: A logo and system rooted deeply in Americana with everything from a truck company inspired logo to a red white and blue color palette, bold chunky type and traditional tools. Fanciful illustrations help express the fun of this brand. When the system was expanded into the cookbook years later, and then the physical store space, more colors were added to support new and growing information and a host of new characters and illustrations that unify the 1950's and Japanese styles.

99 Morningside

Role: Creative Director

Brief: A new residential opportunity is coming to Harlem's Morningside Park. It is a completely new development which is rare for the neighborhood and features windows that make line between apartment and park invisible.

Solution: A new rhythm. Large type reminiscent of historical signs in the neighborhood also reference the shape of the building's windows, the movement of daily life and how this unique opportunity can change your perspective. The simple clean details are expressive of the modernity of the building and the audience the property is being developed for. Key to the system are images that reference the change of the seasons and the experience that being so close to the park brings.